How Portuguese SMEs Can Export to the Chinese Market

  • Date
    21 June 2023
  • Beijing Time
    17:00 - 18:30
  • Brussels Time
    11:00 - 12:30
  • Location
  • Venue
  • Open to
    All Portuguese SMEs
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While offering many opportunities, the Chinese market may seem daunting at first to SMEs due to its vast size, language barrier and complex market access regulations. On 21 June, the EU SME Centre is organising, in collaboration with AICEP Portugal Global, a webinar to provide Portuguese SMEs with an overview of the opportunities and challenges of exporting to China and to share best practices on market entry strategies.

This event will feature a presentation on the free services made available to European SMEs, entrepreneurs, and start-ups by the EU SME Centre, an initiative funded by the European Union to assist small businesses on their internationalisation path to China. In the second part of the event, experts will take part in a roundtable discussion on market access, collaboration opportunities, IP protection and strategies to build solid partnerships with business partners in China.

This event is free and open to all interested Portuguese SMEs. The webinar will be held in English.

Agenda (Lisbon Time)

10:00 – 10:10

Opening remarks
Sara Medina, EU SME Centre
Liam Jia, EU SME Centre

10:10 – 10:30

EU SME Centre: Supporting European SMEs Entering China
Liam Jia, EU SME Centre Team Lead

10:30 – 11:20

Roundtable Discussion: How Portuguese SMEs Can Export to China
Sara Medina, EU SME Centre

Mário Jorge Ferreira, AICEP Canton
Luís Costa, AICEP Shanghai
Nuno Lima Leite, AICEP Beijing
Helika Jürgenson, China IP SME Helpdesk
Liam Jia, EU SME Centre

Key topics for EU-China collaboration;
How EU SMEs and startups can connect with Chinese enterprises;
Protecting your IP in China;
Access to the Chinese market.

11:20 – 11:30

Q&A and concluding remarks

Speakers and Panellists
Liam Jia
Team Lead, EU SME Centre

Liam Jia is a versatile professional with the past 8 years advising European businesses on market access and business strategies to China. He has a solid working experience in project and operations management, financial and risk control in the EU context.

Liam is an experienced speaker and author of publications on a range of topics, including the environmental sector, SME digitalisation and F&B distribution. Great team player, generating positive influence on teammates.

Sara Medina
Member of the EU SME Centre Board of Advisors

Sara Medina is a Member of the Board of SPI (, an international consulting group with offices located in Europe (Portugal and Spain), North America (USA) and Asia (Beijing and Macao) and strong activity in Africa, Southeast Asia and Latin America and SPI Ventures. She contributes to the overall management of SPI, being responsible for managing SPI’s activities and services in China since 2004 as well as in the Southeast Asian market. She has a Bachelors degree in Food Engineering from the College of Biotechnology in Portugal, a European Masters degree in Food Studies from 5 major European Universities and a Ph.D. degree in Food and Resource Economics from the University of Florida, USA.

Currently, Sara, on behalf of SPI, is part of the EU SME Centre Board of Advisors. The EU SME Centre is an initiative of the European Commission that provides a comprehensive range of hands-on support services to European small and medium-sized enterprises (SMEs) helping them in doing business in China.

Nuno Lima Leite
AICEP China Managing Director

Nuno Lima Leite is an Experienced Managing Director with a demonstrated history of working in the government administration industry. Strong administrative professional skilled in Negotiation, Marketing Management, Business Planning, International Business, and Entrepreneurship.

Currently, he is the Managing Director for China, Economic and Commercial Counsellor at Embassy of Portugal to Beijing.

Helika Jürgenson
China IP SME Helpdesk Project Manager

Helika Jürgenson is the Project Manager of China IPR SME Helpdesk, a project funded by the European Union and designed to help European SMEs with intellectual property rights issues when doing business in China. Helika manages the day-to-day work of the Helpdesk and coordinate communications with its stakeholders. She also conducts presentations of the project to various stakeholders and manage stakeholder outreach activities.

Mário Ferreira
AICEP Guangzhou Director

Mário Ferreira is the director of AICEP in Guangzhou, capital of the province of Guangdong. Mário aims to build new bridges between Portugal and China and expressed tremendous willingness in supporting Portuguese companies in the dialogue to achieve this process.

Luís Costa
AICEP Shanghai Director

Luís Costa is the Director of AICEP Shanghai, having started on this role in October 2022. Throughout his activities, he has expressed his interest in promoting foreign investment from China to Portugal, considering fields such as Digital Economy, Cleantech, Energetic Transition and Smart Cities to be of vital importance for interested parties.

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